This is a succinct guide for getting your digital marketing strategy right. Full of research to back up tips for data, mobile, video, programmatic and more. Written by the Head of Digital Marketing Advisory for TORI Global, Dominic Yacoubian.
We have the latest information regarding new consumer habits and internet & social media trends, from how and where to use AR (Artificial Reality) and VR (Virtual Reality), how and why you need to boost user-generated content, why you have to invest more in “micro-influencers”, why short-form video content is a must, and most importantly why and how brands have to encompass in their line-up subjects that are inclusive and representative for a wide range of audiences.
Digital marketing trends: Top consumer trends and new Brand Engagement Rules Ioana Barbu
What makes consumers react and shop today, in a more and more digital world? Here are 5 top trends you need to follow in order to make sure you engage with your audience they way they need and expect you to.
While digital channels continue to gain ground, the ambivalence isn’t gone.
Many of you feel you don’t have the right tools to measure and compare the
ROI of your ad campaigns across all the channels you use.
Digital Marketing Trends Report 2019 & "Did You Know?" About Google, Facebook...Ioana Barbu
Digital Marketing Report covering latest trends in social media communication and digital marketing for Business to Business, Business to Consumer, eCommerce, Web design & Mobile Marketing as well as Corporate Communication.
Towards the end you will also find some "Did you know"s about the current Digital landscape, Google - the largest search engine owner in the world covering over 90% of searches globally and Facebook - still the largest mass social media platform in the world.
We have the latest information regarding new consumer habits and internet & social media trends, from how and where to use AR (Artificial Reality) and VR (Virtual Reality), how and why you need to boost user-generated content, why you have to invest more in “micro-influencers”, why short-form video content is a must, and most importantly why and how brands have to encompass in their line-up subjects that are inclusive and representative for a wide range of audiences.
Digital marketing trends: Top consumer trends and new Brand Engagement Rules Ioana Barbu
What makes consumers react and shop today, in a more and more digital world? Here are 5 top trends you need to follow in order to make sure you engage with your audience they way they need and expect you to.
While digital channels continue to gain ground, the ambivalence isn’t gone.
Many of you feel you don’t have the right tools to measure and compare the
ROI of your ad campaigns across all the channels you use.
Digital Marketing Trends Report 2019 & "Did You Know?" About Google, Facebook...Ioana Barbu
Digital Marketing Report covering latest trends in social media communication and digital marketing for Business to Business, Business to Consumer, eCommerce, Web design & Mobile Marketing as well as Corporate Communication.
Towards the end you will also find some "Did you know"s about the current Digital landscape, Google - the largest search engine owner in the world covering over 90% of searches globally and Facebook - still the largest mass social media platform in the world.
E marketer mobile_content_activities_roundupIrene Ventayol
The audiences for mobile content are huge—from video and games to social
networking, apps and retail, more than 100 million US consumers are doing it on mobile phones. The smartphone hasn’t replaced the PC, but as more people consume more mobile content, they all expect an excellent mobile experience.
Digital Marketing has been a savior for every business
against the harsh impacts of Covid. The trends of
digital marketing are changing. Don't miss out on
these changes and get your business ready for 2022.
Maximizing mobile's impact in the marketing mix. ana webinar.24.10.2014Irene Ventayol
Measuring the impact of mobile in the marketing mix is an issue most marketers have struggled with.
The results from the Mobile Marketing Association's SMoX research study reveal how marketers can measure the impact of their mobile spend.
Initial results from the first study conducted with AT&T deliver real, actionable and practical insights for marketers on how to integrate mobile and make their other media work harder.
The Ogilvy Consulting Trends for 2019 report is here!
In its sixth edition, this session features the most important trends for businesses and consumers in 2019, and includes recommendations on what you can do to take action and adapt quickly.
It’s no secret that marketers go to bed every night, dreaming of endless warm leads to pass to sales. We’re all email geeks at heart, but how can you turn those dreams into a reality? CommuniGator are at it again, join us for this webinar to learn our own tried and tested tricks for increasing your sales-ready leads (how nice are we)!
Đại dịch COVID-19 đã có tác động lớn đến hành vi của người tiêu dùng, với một số nhà phân tích dự đoán rằng các nỗ lực giảm thiểu và đóng cửa toàn cầu đã thúc đẩy sự dịch chuyển khỏi các cửa hàng thực và hướng tới mua sắm trực tuyến.
Latest trends in Digital Marketing to help define digital technologies and marketing techniques which will give options for companies to grow their businesses.
Lead Definition: Knowing your Perfect Customer ProfileSalesOptimize
In this slideshare, we talk about the complex nature of sales leads, knowing how to identify that perfect customer, and how you can work them through the sales pipeline.
Our previous blog on lead generation: https://www.salesoptimize.com/lead-definition-knowing-your-perfect-customer-profile/
The Digital Marketing world is expansive and as a startup founder, small business owner, or eCommerce shop owner, it can be overwhelming when you are trying to learn what tools to use or how to use them. This presentation gets down to the basics of digital marketing across email channels, paid advertising, content, influencer, and social media, and provides some basic terms to understand as you begin your foray into the world of marketing.
Why agile marketing matters, what it is and how a tech startup called Hopscotch implemented it. Presented at the Nov 4 Digital Growth Summit in Los Angeles.
E marketer mobile_content_activities_roundupIrene Ventayol
The audiences for mobile content are huge—from video and games to social
networking, apps and retail, more than 100 million US consumers are doing it on mobile phones. The smartphone hasn’t replaced the PC, but as more people consume more mobile content, they all expect an excellent mobile experience.
Digital Marketing has been a savior for every business
against the harsh impacts of Covid. The trends of
digital marketing are changing. Don't miss out on
these changes and get your business ready for 2022.
Maximizing mobile's impact in the marketing mix. ana webinar.24.10.2014Irene Ventayol
Measuring the impact of mobile in the marketing mix is an issue most marketers have struggled with.
The results from the Mobile Marketing Association's SMoX research study reveal how marketers can measure the impact of their mobile spend.
Initial results from the first study conducted with AT&T deliver real, actionable and practical insights for marketers on how to integrate mobile and make their other media work harder.
The Ogilvy Consulting Trends for 2019 report is here!
In its sixth edition, this session features the most important trends for businesses and consumers in 2019, and includes recommendations on what you can do to take action and adapt quickly.
It’s no secret that marketers go to bed every night, dreaming of endless warm leads to pass to sales. We’re all email geeks at heart, but how can you turn those dreams into a reality? CommuniGator are at it again, join us for this webinar to learn our own tried and tested tricks for increasing your sales-ready leads (how nice are we)!
Đại dịch COVID-19 đã có tác động lớn đến hành vi của người tiêu dùng, với một số nhà phân tích dự đoán rằng các nỗ lực giảm thiểu và đóng cửa toàn cầu đã thúc đẩy sự dịch chuyển khỏi các cửa hàng thực và hướng tới mua sắm trực tuyến.
Latest trends in Digital Marketing to help define digital technologies and marketing techniques which will give options for companies to grow their businesses.
Lead Definition: Knowing your Perfect Customer ProfileSalesOptimize
In this slideshare, we talk about the complex nature of sales leads, knowing how to identify that perfect customer, and how you can work them through the sales pipeline.
Our previous blog on lead generation: https://www.salesoptimize.com/lead-definition-knowing-your-perfect-customer-profile/
The Digital Marketing world is expansive and as a startup founder, small business owner, or eCommerce shop owner, it can be overwhelming when you are trying to learn what tools to use or how to use them. This presentation gets down to the basics of digital marketing across email channels, paid advertising, content, influencer, and social media, and provides some basic terms to understand as you begin your foray into the world of marketing.
Why agile marketing matters, what it is and how a tech startup called Hopscotch implemented it. Presented at the Nov 4 Digital Growth Summit in Los Angeles.
Presentation for Creative Exchange introduction to digital marketing course including overview of SEO, paid advertising, social media and online content.
A presentation about digital marketing regarding Search Engine Optimization, Pay Per Click, and Social Media Marketing.
The presentation includes the advantages and disadvantages of SEO, PPC and Social Media Marketing and a short strategy that you can use with each one of them.
Our annual collection of essays. It is a truly global publication, focusing on how digital has transformed the ways in which consumers explore, discover, buy, and engage with products and services as well as with each other, transcending traditional channel boundaries, and transforming marketing.
Advertising Trends in Digital and Traditional Media Channels Can J. Ogan
The customer is getting bombarded with more and more advertisements every day. While the techniques and technology are changing rapidly, it is becoming harder to build brand awareness and engage with potential customers today.
Medicare Marketing in Our Digital World- The definitive digital marketing han...Scott Levine
Read the entire 43 page ebook now or download it here.
http://ow.ly/Y2st30csWl9
Medicare Marketers Are Struggling to Develop Digital Marketing Strategy
2017 Consumer Products Industry Outlook by DELOITTEthierry jolaine
2017 Consumer Products Industry Outlook
Our latest consumer products industry overview provides a closer look at the trends that are disrupting the industry and changing the way they go to market.
The practice of PR has changed. This slideshow offers a view of the basics that every PR consultant should offer clients for 2012.
Probably the most exciting part of the presentation is the list of URL's at the end... Nice way to be very motivated.
2015 Marketing Trends and Predictions White Paper - Solocal Group UK, Decembe...Solocal Group UK
4 marketing trends to look out for in 2015:
#1 From multiscreen to ubiquitous internet devices
#2 Content and social meets advertising
#3 Taking the multichannel customer journey seriously
#4 The rise of the seamless transaction
Marketing for the Digital Consumer – Roadmap for CPG Companies Infosys
In this document know how the digital revolution has thrown up range of opportunities for the CPG companies and how they can utilize these opportunities to generate value.
20/20 Insights: Mobile Marketing Predictions from 20 Marketing LeadersDialogTech
We asked 20 influencers - marketers, product experts, analysts, and journalists - to share their vision of the future of mobile marketing. Scroll through their predictions, then join the conversation on Twitter using the hashtag #DT2020.
The world is ever-changing, and technology is taking the lead. Today, everything goes digital - amusement, health, property, banking and even currencies. This is, however, comprehensible. In North America alone, eighty nine of the population is on-line (subscription required).
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User Journeys
Getting Digital Marketing Right
1. experience. the difference.
USA
12th Floor
44 Wall Street
New York, NY 10005
t: +1 212 461 2145
UK
3rd Floor
62-64 Cornhill
London EC3V 3NH
t: +44 (0)20 7025 5555
TORI Global
info@toriglobal.com
toriglobal.com
MENA
Bayswater Office 906
Business Bay
Dubai, UAE
t: +971 4 558 8798
Getting Digital Marketing Right
2. Contents
• Introduction 03
• Mobile 05
• Video 06
• Programmatic 07
• Personalisation 08
• Data 09
• Summary 10
• TORI’s Key Pillars of Digital Marketing Success 11
• About the Author 12
• About TORI Global 13
2
3. Introduction
I increasingly hear that we should stop talking about digital because everything is digital, and how true that
is, digital is now the norm for how brands interact with their customers and audience. By 2020, 30 billion
devices will be wirelessly connected, supporting a global digital services market worth as much as the entire
UK economy1! However with the pace of change in digital it can sometimes be easy to forget that the digital
revolution is still in its early days.
What this does mean is that brands and advertisers alike must focus on that all important customer
experience… sounds like I’m stating the obvious? BUT can you honestly not recall a bad experience online
recently, or an experience where you were frustrated over how a brand you interact with regularly just didn’t
seem to know you?
Just like in the noughties when brands started waking up to the importance and indeed value of customer
service and started making efforts to improve it, it took quite some time, many years in fact and several
shamings of major brands by the likes of Watchdog before major changes were actually achieved (and much
of that was thanks to technology). We seem to be in the same place today with user experience (UX). For a
good few years now brands have been increasingly focussed on UX but few if any have found that UX
nirvana across the digital journey and not just at the individual touchpoints that too many still focus on.
With digital media consumption continually growing, and already representing nearly 50% of all media
consumption in the UK, consumers now vote with their browser and 25% of us will switch to the next best
choice in the blink of an eye2. Organisations will do well to recognise digital as a new basis of competition,
and determine what the “perfect marriage” of online and traditional is for their customers.
31 Gartner, Forecast: The Internet of Things, Worldwide, 2013
2 Research by Thunderhead and Populus 2015
4. Introduction
And nowhere is this more pertinent than in the digital marketing
strategy; how your brand is seen by your customers, your target
audience and your coveted future customer. With >71% of UK
consumers starting the path to purchase online1 and in financial
services over 55% of consumers doing their research using digital
channels2,
never has it been truer that Getting Digital Right is the Chief Marketing
Officer’s single biggest business opportunity; Simply put, know how
the consumer interacts anywhere and everywhere with your
brand and develop a strategy to improve it.
But I still see stats like:
• 53% of European businesses have no enterprise-wide digital
strategy3
• 38% of organisations set digital marketing strategies in silos3
• 41% of organisations have yet to centralize brand strategy
planning3
And it goes on……
Excellence in digital marketing, from search engine optimisation to
using great design to achieve outstanding and memorable user
experiences to personalisation, will reap the reward for those
businesses selling products or services online and build brand loyalty.
4
1 GI Insight
2 McKinsey consumer research 2016
3 Millward Brown Digital “Getting Digital Right” study
5. Mobile
In 2015 e-commerce transactions among digital retailers in the UK
accounted for 45.6% of total ecommerce transactions1.
According to eMarketer predications, there will be 43.6 million
smartphone users in 2017 with the UK ranking third highest globally
for smartphone penetration at 81% and tablet penetration in the UK
reaching nearly 70%.
According to Zenith Optimedia 71% of UK internet is now mobile.
Mobile shopping in the UK is big! In 2017 there will be more than 40
million mobile shoppers representing some 89% of all digital
shoppers, with 29% saying they pay for things via a mobile device “a
few times a week”, this will only continue to grow.
Data from Deloitte forecast that in 2016, mobile influenced $689bn in
US in-store sales, up from just $158bn in 2012 – a compound annual
growth rate of 45%.
More than 80% of agencies and advertisers expect to increase mobile
marketing budgets in the next 12 months2 and over 72% of UK
agencies and marketers surveyed said they already used location-
based mobile marketing of some kind, and a further 21.3% planned to
do so3.
5
1 Q4 2015 data from Criteo
2 Publicitas Marketing Priorities 2016
3 Pinpoint research April 2016
6. Video
Video advertising platforms and technologies erupted in 2016 and will
certainly continue at pace for the coming years. Advertisers are
spending more on video advertising, more than $10m annually,
representing 85% growth 2014 to 20161. This is faster growth than
any other form of digital advertising so video should certainly not be
overlooked.
With more and more consumers moving to video media consumption,
71% of UK users consume video content on four or more devices
compared to 0.1% on a single device, there is no better way for
brands to connect with their audience in a meaningful way, if done
unobtrusively. For instance, in-article video ads drove purchase intent
27% higher than skippable preroll ads or video ads in social feeds!
But it is important to define the ROI objective for video campaign
measure and, if viewable video impressions (viewability) are
important, understand clearly what that means for your video tech
provider, as it varies considerably! Last year view through rate (where
viewers watch the entire ad) beat viewability, increasing from 53% in
H1 to 62% in Q32. In the same period viewability became the main
campaign objective for just 5% of campaigns2.
In 2016 mobile outperformed desktop for video ads in viewability with
73% compared to 64% respectively.
61 2016 IAB Video Ad Spend Survey
2 Videology analyses
Source: 2016 IAB Video Ad Spend Survey
7. Programmatic
Programmatic has had a bad time of it and still leaves a bad taste for many marketers. Programmatic has a
reputation for being just cheap unsold inventory, which is far from the case if done correctly. Think of
programmatic as simply a bit of tech that enables an automated way of buying inventory, whether directly
from the media owner or via auction. The technology has transformed the industry, making
media buying faster, more efficient and more effective.
With more than 73% of display advertising now transacted programmatically and expected to reach 82% by
next year1, it is clear marketers are starting to get it, it’s all about audience over environment. Programmatic
technology uses data driven algorithmic buying to find the audience, rather than just putting advertising on a
specific media.
Think of it in these simple terms; a fashion brand knows their target audience is a female, aged 18-34, AB1,
interested in Fashion and News and a prolific mobile user. The perfect media for the brands target might be
ELLE or Vogue, which is great. But those same users probably visit 10’s if not 100’s of other sites. So, what if,
instead of investing the budget with specific media, you were able to place your ad across 100’s of selected,
brand safe sites looking for that specific audience, think of how that could improve your results!
In fact this data driven technology has proven so successful it is now being applied to other marketing
methods such as TV, out of home and even print.
71 eMarketer Programmatic Ad Spending Forecast September 2016
8. Personalisation
Personalisation has proven its value to marketers across all digital
marketing, and personalised email influenced 40.2% of UK internet
users to click through for further information in 2016; it was the
strongest single influence on the clickthrough rate (CTR), surpassing
the design or timing of the mail, for example1.
Three-quarters of UK marketers polled by the Institute of Direct and
Digital Marketing (IDM) in August 2016 agreed that personalisation led
to higher email CTRs, and 82% reported a higher email open rate.
More than half of respondents noted an increase in sales and customer
satisfaction, as well. Only 1% of these marketers said they didn’t
believe personalising emails brought any benefits. Moreover, just 4%
said personalising emails was not effective.
Personalising email communications increases appeal to your
audience and by doing so increases brand appeal for the advertising
brand.
It is very likely that 2017 will see increased quality in email with
increased level of personalisation as more brands recognise the value
of personalisation, and mobile will be a preferred platform.
Good email marketing is critical to the overall marketing strategy to
increase brand appeal and indeed conversions.
81 Mailjet study July 2016
9. Data
Data underpins much of what this paper talks about from customising
the user journey to personalising marketing communications, to
understanding that perfect marriage of online and traditional for the
customer. How else can we deliver the right message to the right
person at the right time?
Most companies think they already know their customer but I can’t
count the number of clients that thought their customer was a certain
demographic only to be astounded by the post campaign conversion
data.
56% of US & UK marketers feel that bad data has had a negative
impact on their organisation, led to loss of sales opportunities and
increased inefficiency within the overall strategy1. This leads to a
situation where, whilst organisations have come to rely on data driven
decision making, is that decision making accurate or is it creating
unwanted outcomes?
Most, in fact 70% of marketers believe the best tactic is to utilise
outsourced resources to improve their data strategies and results1.
Whatever method you chose, getting your data strategy right is critical
to overall effectiveness and ultimately success.
91 Research by Loudhouse published by Experian Data July 2016
2 Ascend2 survey November 2015
10. Summary
This paper just touches on the main elements of digital marketing with
each having so many more layers. There are also many other options
and martech available with new tech appearing almost daily, this
document could go on forever, or at the very least a very, very long
time. So if you’d like to learn more please contact the author.
A successful digital marketing strategy will encompass perhaps all of
those discussed here, or perhaps some of them, or it will include these
and many others. The important thing is the digital marketing strategy
is not set in a silo, there needs to be information sharing and planning
across marketing teams to create an effective, cohesive and connected
marketing strategy across all customer touchpoints in the path to
purchase.
Basic marketing principles remain; developing a cohesive & effective
strategy and understanding the customer, these are not new, but
achieving them in the ever evolving world that is digital adds new
challenges for todays marketer.
Getting Digital Right is the Chief Marketing Officer’s single biggest
business opportunity. In fact I could argue that the single best
opportunity to grow great brands is getting digital right.
Where the audience goes marketers must will follow;
Don’t get caught by The Innovator's Dilemma! 10
Happy
customers
& positive
ROI
Execute the
customer
acquisition &
retention strategy
Define the customer
Journey and achieve
outstanding customer
experience
Understand the customer, what is the
target audience, understand the
customers requirement
11. Key pillars
11
Technology
Marketers continue to face
challenges when it comes to
using marketing technology. Yet
technology underpins digital
success. TORI can help de-
mystify the adtech helping you
set a strategy that utilises the
most useful and relevant tech
for your organisation
Performance
Getting a marketing strategy
right can increase ROI by as
much as 49% and should drive
real measurable results. TORI
can guide you through all the
steps to achieve maximum
performance from your digital
marketing spend
Data
Data is the key component to
ensure your strategy reaches
the right audience, at the right
time with the right message.
Execution of the data strategy
can be the difference between
success & failure in your
customer centric marketing
strategy
Media planning & selection
Appropriate media is essential
to the digital strategy and we
have unsurpassed global media
experience to ensure
campaigns are matched to the
correctly with every campaign
targeted to your desired
audience
Innovation
Engaging and immersing your
audience in your marketing can
increase brand appeal &
purchase intent by as much as
88%! People are time pressured
in today’s digital world, and as
attention spans decline,
marketers have less time to
influence
Customer experience
At TORI we know customer
experience is at the heart of
digital and we start all digital
activity with the customer
journey, creating interactive &
engaging campaigns, relevant
to your audience that drive real
ROI
Simply put, know how the consumer interacts anywhere and everywhere with your brand and develop a
strategy to improve it
12. About the author
12
Dominic is a consultant in TORI’s digital practice and heads up the
Digital Marketing Advisory.
A technology and digital native with more than 25 years’ experience in
business and the application of digital technology to support business
strategy, Dominic has helped deliver digital products, e-business
solutions and digital marketing strategies for a number of household
brands including Debenhams, Sainsburys, The NHS, Toys R Us,
Robert Dyas and Blockbuster as well as launching many successful
start-ups, including pureplay internet retailer 247 Electrical, Vendari
Ltd, the basis of global voucher and coupon portals such as
mycouponcomparison.com and vouchercomparison.com, and Purify
Digital, a leading global performance mobile & digital marketing
business with an impressive and prestigious client and digital product
portfolio.
As Head of Digital EMEA for Publicitas, the world’s leading
international media and advertising services companies, Dominic drove
and led the complete global change of Publicitas to a dynamic and
responsive digital media consultancy, creating innovative digital
solutions, constantly developing and innovating the Publicitas digital
roadmap to stay ahead of the evolving digital landscape.
Dominic Yacoubian
Contact:
Dominic.Yacoubian@ToriGlobal.com
13. About the author
13
It takes courage to embrace change and transform
your business.
We know. We’ve been there.
That’s why we set up TORI Global.
To be a credible alternative to the ‘big four’ within
Financial Services – by putting real industry
experience at the heart of consultancy. So you get
the best independent advice, global expertise and
smart technology for the success you deserve.
TORI Global was formed in 2002 by C-Level
executives and is dedicated to the proposition that
delivering successful outcomes for our customers
relies on building successful partnerships and
successful partnerships are founded upon the values
of Trust, Openness, Respect and Integrity.
TORI has no external investors and we believe this
brings increased integrity and personal commitment
to our client engagements.
experience. the difference.